ABOUT

Here in the Middle East, directions are always given using famous stores or popular landmarks instead of turns or distances.

So at the beginning of 2021, when LEGO planned to open their flagship store in Riyadh, we created a campaign that reimagined mall directions using several iconic brands that have a presence in the mall as navigation points, without ever mentioning them.

Everybody knows how to get to the Cinema; once you’re there, just go straight and left and you’ll find us.

You’re enjoying lunch at Burger King? well, the new LEGO store is just around the corner.